Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World by Stephen Denny and Paul Leinberger
About the Author
Stephen Denny is a competitive strategy and marketing consultant, helping emerging brands define their competitive positioning, communication strategies and implementation plans in the market. He is the author of Killing Giants: 10 Strategies to Topple the Goliath In Your Industry.
Apart from writing and consulting, Stephen is a frequent speaker on competitive strategy and marketing. He holds multiple patents, has lived and worked in both the US and Japan, and has an MBA from the Wharton School.
Prior to consulting, he was a 20+ year senior marketing executive having managed the people, strategy and budgets at brand name technology companies like at Sony, Onstar, Iomega and Plantronics.
And, interesting fact: he attended university in the small Virginia town of Lexington which is known for two historic institutions of higher learning, and at the same time Stephen was a student there, the host of The Marketing Book Podcast was a student at the other school next door.
About the Book
“An innovative, highly compelling study of how CEOs and managers can effectively plan to achieve customer loyalty and trust.”—Library Journal
“Denny and Leinberger capture the profound truths and deep realities of leading and marketing in a rapidly evolving world of digital platforms.” —Blake Irving, former CEO of GoDaddy
You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection.
As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR.
Stephen Denny and Paul Leinberger have found that people now want to make their own decisions based on raw footage, real-time updates, and unfiltered livestreams.
How, then, do marketing executives and others gain consumer trust? These Fortune 500 consultants present the answer in Unfiltered Marketing.
Drawing on four years of global research, Denny and Leinberger have developed a comprehensive five-step process for successfully rehumanizing the digital brand experience and gaining customer loyalty.
To follow it, companies must understand that consumers are (1) seeking control in an out-of-control world; and executives must rework their brand to be (2) unscripted, (3) in-process, and (4) in-context, in order to master (5) heroic credibility (brands standing by their philosophy and values).
Abiding by these rules, businesses follow in the successful footsteps of brands like Patagonia, T-Mobile, adidas, GoDaddy, and others.
Unfiltered Marketing's big ideas apply to business strategy, marketing, and the future of the brand/consumer relationship. It is a playbook for managers and for anyone interested in the ever-changing interaction between technology and culture.
Listen to the Interview...
Links...
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Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World by Stephen Denny and Paul Leinberger (Amazon)
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Stephen Denny (personal website)
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